Rory O'Neill Social Media Portfolio

1. RORYO’NEILL//socialmediaportfolio

2. roryo’neill|socialmediaspecialist
brandportfolio

3. roryo’neill|socialmediaspecialist
experience
communitymanagement
copywriting
socialstrategy&reporting
contentproduction

4. SAINSBURY’S//#gary
roryo’neill|socialmediaspecialist
reactivecontent

5. reactivecontenttheidea
sainsbury's
afterasainsbury’scustomerrantwasfeaturedon
veganlifemagazine’sInstagramfeed,itstarted
gainingsignificanttraction
“it’sreallyannoyedmethatsainsbury’shavebroughtouta
‘vegancheese’madewithcoconuts.”
“callitgaryorsomething,don’tcallitcheesebecauseit’s
notcheese!!!!!”
iwantedtousethisasanopportunitytotapintothe
vegansocialcommunitytoraiseawarenessofthe7
newvegancheeseproductslaunchedby
sainsbury’s
sainsbury'scustomer

6. reactivecontentthecreative
roryo’neill|socialmediaspecialist
sainsbury's
facebook twitter

7. reactivecontenttheresults
roryo’neill|socialmediaspecialist
sainsbury's
• sainsbury'sexceededsalesexpectationsoftheirvegancheeserange
by300%
•facebookorganicreachofover1M+ andanengagementrateof
13.30%
•activitywaspickedupbyinternational industryandconsumerpress
outletssuchasdigiday,thedrum,itvnews,mailonlineandthenew
zealandherald(estimatedmediavalueofover£2million)
•twittercreatedaukmomentinresponsetotheactivity

8. SAINSBURY’S//#fooddancing
roryo’neill|socialmediaspecialist
campaignlaunch

9. campaignlaunchtheidea
sainsbury's
taskedwithactivatingthelaunchofthesainsbury’s
fooddancingtvcwithinsocial,whichcoincidedwith
thelaunchoftheirnewlookandfeel
roryo’neill|socialmediaspecialist
discoveredwhichmomentsthroughouttheday
madepeople‘fooddance’andusedtwittermoments
toherothese-thisensuredcampaignactivity
resonatedwiththesainsbury’scommunity
campaignwassupportedwiththesponsorshipof
spotify’sukdinnermomentsplaylist,soIused
instagram’s‘swipeup’functiontodrivetraffic

10. campaignlaunchthecreative
roryo’neill|socialmediaspecialist
sainsbury's
openingframe
twittermomentcelebratingthose#fooddancingmomentsthroughouttheday
frame1 frame2 frame3 frame4 frame5

11. campaignlaunchthecreative
roryo’neill|socialmediaspecialist
sainsbury's
part1
forthedurationofthecampaign,sainsbury’s
sponsoredtheukdinnermomentplayliston
spotify
usedthe‘swipeup’functionwithininstagram
storiestodirectpeopletotheplaylist
part2 part3

12. campaignlaunchtheresults
roryo’neill|socialmediaspecialist
sainsbury's
•twitterfeaturedthelaunchcontentonit’s‘7creative
winsforjanuary’blogandreferredtotheactivityas“a
greatexampleoftheperfectlaunchcampaignontwitter”
•launchtwittermomentobtainedanorganic
engagementrateof8.50%
•instagramstoriesobtainedaCTRofover3.40%

13. SAINSBURY’S//misc.
roryo’neill|socialmediaspecialist
misc.contenthighlights

14. misc.contenthighlightshighlights
roryo’neill|socialmediaspecialist
sainsbury's
aselectionofreactivesocialcontentandpostsfromthe2016christmascampaign
reactingtohumousavailability(newsarticlehere) christmascampaigncontent
reactingtonewscoverageinregardsto
Pringles(newsarticlehere)

15. BEYONCÉPARFUMS //#beyonceheatseduction
roryo’neill|socialmediaspecialist
socialproductlaunch

16. misc.contenthighlightshighlights
roryo’neill|socialmediaspecialist
beyoncéparfums
teasingandlaunchingbeyoncé’s8thfragrance,#beyoncéheatseduction,onsocial
teasepost
launchpost
producteducationpost

17. DAVIDOFFCOOLWATER //#lovetheocean
roryo’neill|socialmediaspecialist
influencercampaign

18. influencercampaigntheidea
davidoffcoolwater
taskedwithraisingawarenessofdavidoffcoolwater’s
lovetheocean2015campaignincollaborationwith
nationalgeographic
launchedaphotocontesttogetpeopletosharewhy
they#lovetheocean,withtheprizebeingdavidoffcool
water’snextambassadorandatriptothelovethe
oceansummit
tosupportandencourageentries,developedan
influencerstrategy,recruitinginfluencersineach
market(us,uk,de,it)
roryo’neill|socialmediaspecialist

19. influencercampaignthecreative
roryo’neill|socialmediaspecialist
davidoffcoolwater
influencercreatedcontent
@chrisburkard @jn @danrubin @jn

20. influencercampaigntheresults
roryo’neill|socialmediaspecialist
davidoffcoolwater
•cross-channelreachofover18million
(organicandpaid)
•activitygeneratedover7kpiecesofUGCon
Instagram

21. TALKTALK //misc.
roryo’neill|socialmediaspecialist
misc.contenthighlights

22. misc.contenthighlightshighlights
roryo’neill|socialmediaspecialist
talktalk
alwaysoncontent:raisingawarenessoftalktalk'ssponsorshipofthexfactorandtopositionthemasacredibletripleplayprovider
sponsorshiplaunchofthexfactor2014 raisingawarenessofthegreat
britishbakeoff
promotingtalktalk's‘boxoffice’service

23. BOOTHSSUPERMARKETS//misc.
roryo’neill|socialmediaspecialist
misc.contenthighlights

24. misc.contenthighlightshighlights
roryo’neill|socialmediaspecialist
boothssupermarkets
boothssupermarketsocialcontenthighlights,featuringalwaysonpostsandthosefromthe#boothschristmascampaign
alwaysonrecipecontentchristmascontentchristmascontent

25. misc.contenthighlightshighlights
roryo’neill|socialmediaspecialist
boothssupermarkets
facebookcanvastopromotea#boothseasterchocolatein-storeevent.thiswasthesecondsupermarketcanvastobelaunchedinthe
uk(secondtotesco)
part1 part2 part3

26. THANKYOU
@mrroryo @tada273r-oneill@live.co.ukroryo’neill